Learn about content management — definition, benefits and more

Content isn’t just a static entity — it’s a dynamic, evolving aspect of your brand that grows and adapts with your customers. The key to creating lasting relationships with your audience isn’t just about delivering top-notch content, but keeping it fresh, relevant and personalised to each customer’s needs and preferences.

However, the task of managing content isn’t always a walk in the park. It comes with its own set of challenges, such as the dreaded content silos. These can be effectively tackled by delivering standout digital experiences, curated and managed through a robust content management system (CMS). For instance, consider a global fashion brand that uses a CMS to deliver personalised style recommendations to its customers based on their browsing history and past purchases. This not only enhances the customer’s digital experience but also ensures the brand’s content remains relevant and engaging.

In this comprehensive guide to content management, we will discuss:

• Content management definition
• Structured vs. unstructured content
• Governance in content management
• Benefits of content management
• The content management lifecycle
• Systems and tools for managing content
• Strategies for successful content management
• Content management strategy template
• Tips for managing content

Content management definition

Content management, often abbreviated as CM, refers to the process of generating, storing, accessing, delivering and refining digital media through a unified platform.

Structured vs. unstructured content

In the realm of content, there are two primary types — structured and unstructured. Each has its unique characteristics and uses and understanding the difference is crucial for effective content management.

Structured content is organised and formatted in a specific way, making it easily readable by computers. It’s often tagged with metadata, which provides additional context and meaning. Examples of structured content include databases and spreadsheets, where information is neatly organised into rows and columns.

On the other hand, unstructured content lacks a specific format, making it more challenging for computers to interpret. This category includes a wide variety of content types, such as text documents, videos and images. Despite its less organised nature, unstructured content forms a significant part of the digital content landscape.

Organisations typically deal with a mix of both structured and unstructured content, each serving different purposes in creating unique customer experiences. Therefore, it’s essential to have a strategy that effectively handles both types.

Most content management tools are equipped to manage both structured and unstructured content. However, some tools may be more adept at handling one over the other. For instance, a CMS is typically more efficient at managing structured content, while a digital asset management (DAM) system is better suited for handling unstructured content.

Governance in content management

Governance in content management is the guiding framework that oversees every phase of the content lifecycle. It primarily encompasses two types: content governance and digital content management governance.

Content governance is a set of guidelines that ensures the consistency and regulatory compliance of the content produced. It provides a roadmap for content inventories, risk management and more. This becomes particularly beneficial for large organisations with multiple teams, where the need for a unified and cohesive content strategy is paramount.

On the other hand, digital content management governance focuses on streamlining the processes involved in content creation. It assigns ownership of content, controls access to it and sets standards for metadata, versioning and approval workflows. The goal is to make sure that content is created, stored and utilised in the most efficient manner.

To effectively govern content, tools like content workflows and taxonomies are commonly used. These resources aid creators in keeping their content well-organised and easily accessible. By implementing a robust governance framework, organisations can ensure their content remains fresh, engaging and aligned with their brand’s core values and unique attributes.

Benefits of content management

In the digital age, personalised content is the key to engaging with consumers. Both physical and digital experiences are crucial, but the digital realm offers a unique opportunity to connect with customers across diverse channels. In fact, it’s projected that global digital marketing revenue will exceed $1 trillion by 2027.

As consumers interact with content across an expanding array of touchpoints, including voice devices, IoT and wearables, effective management of digital experiences can yield significant benefits for brands. These include:

• Boosted efficiency. Streamline and automate workflows so the right team members are involved at the right stages of content creation, editing and publishing.
• Elevated customer service. Implement a self-service portal to address customer queries promptly, reducing the need for direct customer service interaction.
• Lowered operating costs. Automation can lead to substantial savings by enhancing team efficiency and reducing the need for manual tasks.
• Increased online visibility. By optimising your content, you can improve your website’s relevance to a broader customer base and improve your search engine ranking.
• Personalised information delivery. Organise and deliver content in a way that resonates with your customers, making it more meaningful and relevant to their needs.
• Enhanced content control. Content management systems enable organisations to regulate access to different types of content and dictate how it’s used.
• Effortless delivery. Seamlessly deliver the right experiences via the appropriate channels, such as your website, social media platforms and email.

By harnessing the power of content management, brands can create engaging, personalised digital experiences that resonate with their audience, driving innovation and transformation in the digital landscape.

The content management lifecycle

Content management is a cyclical process that begins with a spark of creativity. The creative team breathes life into an idea, transforming it into engaging content. Once crafted, this content is stored in an asset management solution, a dynamic repository that allows businesses to access their content whenever required. The CMS then retrieves and publishes the content as needed. Once live, the content is actively promoted, attracting customer engagement. The company then monitors and evaluates the content’s performance, gaining insights to fuel future creative endeavours.

Planning

Planning is the first and crucial step in the content management lifecycle. It involves identifying the type of content to create, the message it should carry and the audience it should reach.

For instance, a tech company might plan to create a series of blog posts about their latest product, targeting tech enthusiasts on their website and social media channels. This strategic planning ensures that the content is relevant and engaging — and reaches the right audience at the right time.

Creation

Content comes in a variety of formats, such as blog posts, guides, infographics and videos. Each format has its unique way of communicating information to your audience, making some more suitable for certain types of content.

Storage

Once the creation phase is complete, the content must be securely stored in an easily accessible location. This is where a CMS or digital asset management system ( DAM) comes into play. When it's time for customer engagement, the content is then transferred to a customer-facing platform such as a website, blog or digital repository.

Workflow

Workflow in content management is the orchestrated and repeatable pattern of activities that guide the progression of content from its inception to its final output. It’s the backbone of any content management strategy, keeping content flowing seamlessly from one stage to the next, involving the right people at the right time.

This process not only facilitates collaboration among various teams within an organisation but also ensures that the content aligns with the brand’s core values and unique attributes. It’s about maintaining consistency across projects, so that every piece of content resonates with the audience and reflects the brand’s commitment to creativity and innovation.

Editing

The editing phase, often termed as versioning, is a critical step in the content management lifecycle. This is where the content is refined and polished to perfection. It’s crucial to have a systematic approach to feedback in which all stakeholders review the content in a timely and organised manner. This collaborative process not only enhances the quality of the content but also makes sure it’s concise, engaging and ready for the audience.

Publishing

Publishing is the stage where your content finally meets its audience. It’s the act of making your content available to your target audience through various platforms. This could be your company’s website, social media channels or even via email.

Removal

Removal, often referred to as archiving, is the final stage in the content management lifecycle. It involves retiring content that has served its purpose or is no longer relevant. This could be due to outdated information, low engagement or a shift in the brand’s messaging. By effectively managing the removal process, companies can ensure their digital experiences remain fresh, engaging and aligned with their audience’s evolving needs and preferences.

Systems and tools for managing content

In the realm of effective content management, the importance of a digital asset management system or a document management system cannot be overstated. For smaller organisations with fewer assets, basic file-sharing tools like Dropbox may suffice. However, for larger corporations with a vast array of assets, a DAM becomes indispensable. Content in the DAM stays current, compliant, licensed and appropriately tagged, thereby facilitating easy retrieval of the right content at the right time.

Now, let’s look at the various systems and tools.

Content management system (CMS)

A content management system (CMS) is a powerful tool that serves as the backbone of your digital content strategy. It’s a software application that allows you to create, manage and modify digital content on your website without needing specialised technical knowledge. With a CMS, you can easily store content, track changes, publish updates and maintain a consistent look and feel across your web pages.

Enterprise content management system (ECM)

An enterprise content management system (ECM) operates much like a CMS, but it’s designed to handle the vast content needs of large-scale organisations. It’s a powerhouse that manages, shops and delivers a wide array of content types, from documents and images to videos and more. But the true strength of an ECM lies in its ability to streamline content workflows across different departments, fostering collaboration and ensuring consistency in content delivery. With an ECM, enterprises can effectively manage their content lifecycle, so their digital experiences remain fresh, relevant and aligned with their brand’s core values and unique attributes.

Digital asset management system (DAM)

A digital asset management system (DAM) is a specialised form of a CMS, designed specifically to handle the storage, organisation and management of rich media content such as documents, videos and audio files. It’s more than just a digital storage unit. It’s a dynamic tool that enables teams to edit and refine content as they integrate it into their digital experiences.

Social media content management

Social media content management is a crucial component of a comprehensive content strategy. It’s a framework that enables organisations to craft, curate and deliver compelling content across various social media platforms. This approach not only ensures consistency in messaging but also allows for the creation of personalised experiences that resonate with diverse audiences. By leveraging social media content management, brands can effectively engage with their audience, fostering a sense of community and driving meaningful conversations.

Mobile content management (MCM)

Mobile content management (MCM) is a transformative tool that empowers businesses to deliver engaging digital experiences directly to the hands of their audience. It's more than just a platform for content delivery; it’s a strategic asset that enables brands to connect with their audience on a personal level, any time, anywhere.

Strategies for successful content management

A successful content management strategy is one that aligns with your company’s core values and unique attributes. It’s about creating a seamless workflow such that each phase of the process is handled efficiently and effectively.

One of the key elements of a successful strategy is empowering your content or marketing teams to publish content. Without a robust strategy, you may find multiple teams working on different pieces, leading to inefficiencies. A strong strategy begins with the right CMS — one that offers an in-context preview and drag-and-drop functionality, for instance.

Whether you’re updating your website with the latest product information, creating an online store for your growing business, developing a mobile app to reach more customers or sharing information internally, content management is the key to delivering the right content to the right people at the right time.

Depending on the type of content, your company may consider different strategy types. Here are a few examples:

• Lead generation. A lead generation strategy leverages content to entice potential customers to deepen their engagement with a brand, such as subscribing to a newsletter. It employs content that enlightens customers about potential areas of improvement and pledges to deliver enriching experiences to assist.
  
  For instance, a fitness brand might offer a free downloadable eBook on “10 Easy Steps to a Healthier Lifestyle” in exchange for a customer’s email subscription. This not only educates the customer about healthier living but also opens a channel for the brand to share personalised fitness tips and product recommendations, thereby fostering a deeper connection.
• Thought leadership. This strategy is about establishing your brand as a trusted authority within your industry. It involves creating and sharing insightful, forward-thinking content that speaks to your business’s expertise.
  
  For example, a cybersecurity firm might publish a series of articles exploring emerging threats and innovative defence strategies. This not only showcases the firm's deep understanding of the cybersecurity landscape but also positions it as a thought leader, attracting potential clients and fostering trust within the industry.
• Search engine optimisation (SEO). Search engine optimisation (SEO) is a strategic approach to increase your website’s visibility in search engine results. It involves understanding what your potential customers are searching for and tailoring your content to match these search queries.
  
  For instance, if you run a vegan bakery, you might optimise your blog posts around keywords like “vegan chocolate cake recipe” or “best vegan pastries,” as these are terms your target audience is likely to search for. By doing so, you make it easier for search engines to recognise the relevance of your content, thereby improving your website’s ranking and driving more organic traffic to your site.
• Enterprise content marketing strategy. An enterprise content marketing strategy is a powerful tool for large organisations with over 1,000 employees. This strategy focuses on leveraging the organisation’s resources to generate content on a large scale, targeting key audiences. It’s about optimising your resources to create engaging, relevant content that resonates with your audience and aligns with your brand's core values and unique attributes.

Content management strategy template

Crafting a content management strategy involves a multitude of elements, each playing a crucial role in the successful execution of your content plan. Here’s a more detailed look at these components:

• Content type. The first step in your strategy is to determine the type of content you wish to create. This could range from blog articles and guides to infographics, videos or webinars. The choice of content type should align with your brand’s core values, resonate with your audience and serve your overall business objectives.
• Working title. A working title acts as a guiding light during the content creation process. It helps keep your content focused and organised, so it stays on track and delivers the intended message effectively.
• Customer personas. Identifying customer personas is crucial to tailoring your content to the right audience. These personas represent your ideal customers, helping you to understand their needs, preferences and behaviour so your content resonates with your audience and drives engagement.
• Targeted keywords. Keywords play a vital role in driving traffic to your content. Identifying and incorporating relevant keywords improves your content’s visibility on search engines and attracts more organic traffic, so it reaches a wider audience.
• Content status. Keeping track of your content’s status is essential for efficient project management. Whether your content is in the research, drafting, revising, publishing or promoting stage, maintaining a clear status update keeps everyone involved in the process on the same page.
• Content creator. Assigning a writer early in the process helps keep projects and workloads organised. It ensures the writer has ample time to understand the content requirements, conduct necessary research and craft engaging content that aligns with your brand’s tone of voice and messaging guidelines.
• Draught due date. Setting a due date for the draught keeps the content creation process on schedule. It helps manage workloads, prevents last-minute rushes and allows ample time for revisions and feedback.
• Content editor. The editor plays a crucial role in refining the content, making sure it’s clear, concise and free of errors. Assigning an editor early on ensures that they are aware of their responsibilities and the project timeline.
• Edits due date. Setting a clear deadline for edits helps make sure feedback is provided in a timely manner. This allows for any necessary revisions to be made before the content is published.
• Publication date. Choosing a publication date helps structure your content creation timeline. By working backward from this date, you can ensure each stage of the content creation process is completed on time.
• Publication location. Deciding where your content will be published is crucial for reaching your target audience. This could be your company’s website, blog, social media channels or email newsletters. The choice of publication location should align with your audience’s preferences and your overall content distribution strategy.
• Images. Including relevant images, infographics or videos can significantly enhance your content. Visual elements not only make your content more engaging but also help convey complex information in an easily digestible format.

Tips for managing content

Managing content effectively is a crucial aspect of any successful digital strategy. It involves not just creating engaging content, but also keeping it organised and accessible and making sure it delivers a personalised experience that resonates with your audience. Here are some best practices to help you to manage your content effectively:

• Centralise content creation. One of the common challenges companies face is maintaining consistency across different channels. This often arises when separate teams are responsible for content on different platforms. A best practice is to centralise content creation, where a single team is responsible for creating and publishing content across all channels. This helps maintain consistency in messaging, tone and style.
• Focus on personalisation. Personalisation is a powerful tool that can significantly enhance the relevance and impact of your content. By integrating personalisation into your content management strategy, you can deliver content that is tailored to each unique customer. This not only enriches the customer’s digital experience, but it also drives engagement and fosters a deeper connection with your brand.
• Categorise content. To maximise the value of your content, it’s essential to categorise it effectively. This involves creating a detailed inventory of all your content, tagging it with relevant metadata, categories and tags within your CMS. This not only makes your content more organised and accessible but also improves its visibility and discoverability.
• Use an editorial calendar. An editorial calendar is a powerful tool that can help you to stay organised and plan your content effectively. It provides a clear overview of what content is being created, where it’s going to be published and when. This allows you to identify gaps and opportunities early on, ensuring your content strategy remains agile and responsive to your audience's evolving needs and preferences.
• Establish accountability. Accountability is crucial for ensuring your content team stays on track and delivers high-quality content. This involves creating clear guidelines for processes like following content workflows, maintaining version control, tracking progress and adhering to style guidelines. By establishing and maintaining accountability, you can ensure your content is not only consistent and engaging but also aligned with your brand’s core values and unique attributes.
• Foster collaboration. Collaboration is key to creating engaging, high-quality content. It’s about ensuring your creative teams are connected and work together effectively. This includes encouraging subject matter experts, writers and designers to build relationships that help review and approval processes stay on track.
• Choose the right tools. The right tools can significantly enhance your content management process. This includes tools that facilitate collaboration during content production, streamline workflows and improve efficiency. By choosing the right tools, you can avoid issues that can delay publishing and keep your content management process running smoothly.

Manage content across all channels with automated tools

In the ever-evolving digital landscape, a robust content management strategy is your key to overcoming challenges like content silos and delivering consistent, standout experiences across all channels.

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